Welsh most likely to choose wine based on taste while the English put price first

February 4th, 2021 – While there’s no disagreement across the UK that wine is the nation’s favourite drink, new research from Wine Drinkers UK shows there is real disparity across the Four Nations as to how we choose that wine.

The YouGov survey of more than 1,500 respondents across the UK who drink wine, shows that those in Wales are the most discerning, with almost seven in ten (68%) saying taste is the most important factor when choosing what wine to buy. North of the Border, the Scots also choose wine primarily by taste, with 60% saying it’s the key reason to choose a particular glass or bottle of wine.

However, in England and Northern Ireland it’s a different story. Purchases are primarily driven by price for over six in 10 (61%) English wine buyers and over half (57%) of Northern Irish*, as they look to get good bang for their buck in the wine aisles. Over a quarter of all respondents across the UK said they enjoyed a bargain, with an average of 28% across all nations saying they looked out for promotional discounts.

Where wine comes from is also a key factor for many: the Welsh are the most likely to be swayed by the country of origin, with over a third (34%) saying it’s a key factor; compared to only one fifth (21%) in Scotland.

What the nations do almost agree on however, is where they like their wine to come from. Scotland, England and Wales all choose France and Italy as their top choices, while Northern Ireland* awards Chile and South Africa the top two spots.

According to the research, wine from Austria is the least likely to be bought across the UK, with only 3% choosing wine from the country.

Despite the clear appreciation and enjoyment wine continues to give people across the United Kingdom, tax rises on wine (39%) in the last decade have far outstripped those on beer (16%) and spirits (27%). Only 4% of all respondents surveyed correctly guessed the level of tax on a £5 bottle of wine is 61% (83p on VAT and £2.23 on Duty).

Drinks writer, presenter and WDUK supporter Matthew Jukes said:

“The UK as a whole paints a fascinating picture of wine consumption, with each region having its own nuances, tastes and habits. There are some great regional differences but of course, the most important picture is the fact that wine is enjoyed across the country and is a growing industry within the UK economy.”

He continues: “This makes the huge taxing of the nation’s favourite drink even more concerning so consumers should know, whatever they fancy in their wine glass, they’re being unfairly charged to drink it compared to other alcoholic beverages.”


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About Wine Drinkers UK

Wine Drinkers UK is a collection of wine lovers, makers and sellers, fed up with being unfairly taxed. The Cut Back Wine Tax campaign was launched to get a fairer deal for wine drinkers across the country. Wine is woven into our social fabric, with almost a third (32%) of Brits saying it’s their preferred alcoholic drink. The UK’s wine drinkers deserve the Government’s support, not punitive treatment. 

Our supporters include wine producers, bottlers, retailers, and enthusiasts, as well as representatives from the UK’s hospitality sector.

You can see a list of our supporters here:


Fieldwork was undertaken by YouGov. All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 2191 adults, of which 1,514 drink wine. Fieldwork was undertaken between 5th – 6th January 2021. The survey was carried out online. The figures have been weighted and are representative of all UK adults (aged 18+).

*Northern Ireland stats based on 48 respondents being questioned